Carlsberg





This new campaign for Carlsberg beer, which recently launched in Britain, does a beautiful job of parodying those vintage, illustrated animal track and field guides that almost everyone remembers flipping through as a child at Grandpops. As these posters point out, England is definitely not known for its variety of colorful or adventurous culinary dishes. It's as if by order of the Queen food must be either deep fried, stuffed into a tube or baked in a pie. Luckily for everyone in Great Britain you can wash it all down with several Carlsbergs. Cheers to that and this enjoyable campaign done by Saatchi & Saatchi, London.

via ad punch

14 comments:

Anonymous said...

It's worth pointing out that The Guardian newspaper (among others)has been running, very successfully, a series of free wallcharts in this style.

I suspect that the ads are referencing the wallcharts, which themselves hark back to those earlier guides.

While I find these ads moderately amusing, I'm not sure what they are saying. They don't seem to ring true to the Carlsberg brand.

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The campaign was launched with the title "Probably the best wall chart in the world," which is what the small type reads below the logo. This makes me think they are aware of the wall chart trend you have noticed and have decided to get in on the fun. You might be right - these aren't the strongest ads for the beer - but any time a brand can be culturally relevant and become a part of the conversation, and make people smile at the same time, they have succeeded in what advertising is trying to do. The real question, I guess, is, conceptually, what's the difference between referencing a popular trend and just copying it.

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